Do you have tracking installed in your website, and why is that so important? Lockbox includes Google® Analytics website tracking in both custom websites and semi-custom websites. Tracking the traffic that comes into your website is one of the most valuable tools in assessing whether or not your content is what your clients or customers are looking for. Tracking reports can tell you where the traffic is coming from, i.e. Search Engines, referring sites, etc. The reports can also tell you what type of keywords are being typed into search windows to get to your site. If you recognize that a particular phrase or keyword combination is being used to access your site information, then you can position the content to serve those information needs more effectively, and enjoy higher conversion rates.